Complexity) to Level 6 (the highest level of manipulated Complexity)
(see Fig. 2). Dimension 2 (d2) is characterized by the Order
scale. It distinguished among stimuli whose levels of Perceived Order
changed from low at the bottom to high on the top. This
dimension also roughly differentiated the manipulated levels of
Order, which ranged from Level 1 (the lowest level of manipulated
Order) to Level 4 (the highest level of manipulated Order) (see
Fig. 3). This analysis, as we expected, revealed Perceived Complexity
and Order of stimuli can meaningfully explain the aesthetic dissimilarities
among stimuli. It also demonstrates the effectiveness
of complexity and order manipulation in the stimuli. The deviation
of Perceived Complexity and Order from the manipulated complexity
and order may be due to the interaction effect between order
and complexity on participants’ perceptions of stimuli.
Therefore, Perceived Complexity and Order are established as
two perceptual dimensions underlying participants’ aesthetic perception
of webpage stimuli.